Governance Financial Statements
Strategic Report
25
We are encouraging engagement and discussion across the industry and into wider territories and you may spot us promoting our insight through digital channels and physically at a range of events. We are rolling out new interactive data tools, video content, social posts and digital advertising, focusing on themes within the research, like family matters, shopping habits and approaches to finances. The campaign line ‘Just Ask The GenXperts’ reflects our commitment to finding fresh insights through new research. Our insight into baby boomers will be added to GenVoices during 2025. BIGGER. BETTER. BRIGHTER. To fulfil our purpose and strengthen our position as the retirement expert we’ve embraced the spirit of this year’s annual report. We’re becoming better at understanding the lives of our target customers so we can better meet their needs and deliver bigger, better and brighter outcomes for those we strive to serve.
SHARING OUR INSIGHT TO SUPPORT OUR BUSINESS PARTNERS
As the retirement expert, our business partners ask us to help them understand the lives of people approaching, at and in-retirement. We work together to develop solutions and solve problems for customers. We love talking about customers. It’s a currency that transcends industries and unifies us as we develop our partnerships with other organisations. We are sharing some of this insight from our two new consumer segmentation studies through our new website GenVoices.co.uk. Our first campaign started in early 2025 revealing the six never- before-seen audience segments that reveal diverse aspirations, concerns and lifestyles within the generation x cohort. The campaign highlights the gadgets, objects, and culture that generation x grew up with, offering a witty reminder of how much has changed over their lifetime. These nostalgic and playful references create an emotional connection that sparks curiosity and drives engagement. They also serve as a reflection of how generation x has evolved and transformed over the decades.
#GenVoices #JustasktheGenXperts
To meet our ambitious growth agenda, we equip our colleagues across the Group with deep insight into our customers and target customers lives.”
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